What information is often included in a behavioral email?

Behavioral emails are specifically tailored to the actions and interactions of users, making them highly personalized and relevant to the recipient. The key component of a behavioral email is the inclusion of recommendations based on previous actions. By analyzing past behaviors, such as items a user has viewed, added to a cart, or previously purchased, marketers can provide targeted suggestions that resonate with the individual's interests and needs. This personalized approach not only enhances user engagement but also improves the likelihood of conversion, as the recommendations are aligned with the recipient's demonstrated preferences.

In contrast, company news updates, direct purchase requests, and generic product listings do not consider the recipient's specific behaviors or interests. These types of content are more broad and less likely to effectively engage the user, as they lack the personalized touch that behavioral emails provide. Therefore, including personalized recommendations grounded in user behavior is what makes a behavioral email effective.